If you have been paying attention to this blog, you know how important it is that you are consistently creating content that reinforces your expertise and your authoritative status within your market. Whether it is giving a speech, writing a book, appearing on TV, or something else entirely—creating content that positions you as an expert is a crucial element of creating a powerful personal brand.
There’s a problem with that, though. You’re a business owner—and as such, you simply don’t have the time to keep creating content. You’ve got a business to run!
So here’s a tip for you: don’t re-invent the wheel if you don’t have to! Learn to re-purpose content whenever possible. If you’ve just completed a big project for a client, and you have permission to do so, why not re-purpose some of that work for a blog entry or a news article? The truth is that much of the messaging that goes into a book, a speech, a blog article, or similar items can be reused elsewhere. Specifically, consider re-purposing your content into:
1) Blog entries. Got a couple hundred words of insight in an email, or some other format? Turn it into a blog entry!
2) E-books. Publishing an e-book is a great way to build credibility and provide value. And if you blog regularly, chances are that you have more than enough content to create a great e-book.
3) Traditional books. Or, if you’ve got even more content to pull from, think bigger than an e-book—consider publishing a physical book. The impact that publishing a book will have on your personal brand is impossible to overstate.
4) Speeches. Don’t forget about speeches and lectures. Whether it’s a book or a collection of blogs and articles centered around a common theme, chances are you can put together a strong outline for a speech just by pulling from content you already created.
You get the point! If you’ve been producing content, get as much “bang for your buck” as possible and leverage it through a variety of different mediums. As always, don’t hesitate to get in touch with me or any of the agents at our agency if you’d like to learn more!